“One-of-a-Kind” Ad is Brilliant!!

The Santam “One-of-a-Kind” video is Awesome!! The ad which was shot on location in Slovenia, was uploaded on 01 March 2015 already has over 40 000 views on Youtube. In the “one-of-a-kind” ad, the world discusses South Africa’s high-flying freak flag in this new TV commercial by King James for insurance company Santam. In it, […]

The Santam “One-of-a-Kind” video is Awesome!!

The ad which was shot on location in Slovenia, was uploaded on 01 March 2015 already has over 40 000 views on Youtube.

In the “one-of-a-kind” ad, the world discusses South Africa’s high-flying freak flag in this new TV commercial by King James for insurance company Santam. In it, foreigners from Russia, the UK, the Netherlands and Japan who have visited South Africa regale their friends with anecdotes about the backwards and bizarre experiences like load shedding or baboon visits that are regular occurrences for locals – and that you possibly need insurance for! While the ad mentions some very real and often serious issues, it’s at once a celebration of the crazy place we live in.

Baboons that break into your house, Loadshedding, Hippo Crossing warning signs, beautiful homes with high fences, Chop & Dop, Bakuzzis (!) and mini-taxis packed with 16 people, we really are a “one-of-a-kind” nation. These are just a handful of things that make South Africa unique.

The new campaign’s positioning is driven by the brand’s philosophy that all insurance is not created equal and is brought home with the tag line, “a one-of-a-kind country needs one-of-a-kind insurance.” Santam said, “There are things that only happen in South Africa. Some weird, some wonderful and some that need insurance that understands the lay of the land. As South Africans, we’ve become so used to them, that we don’t even give it a second thought. But the same can’t be said for foreigners.”

According to Executive Creative Director on the “one-of-a-kind” ad, Devin Kennedy, “The ad was shot on location in Slovenia. We wanted the ad to feel real and authentic and not like it was shot in front of a green screen or cheated. We looked at how feature films often handle their dialogue. There’s a looseness and style of editing that we liked and that we wanted to adopt to give the ad a fresh cinematic look and feel. We wanted viewers to feel that they’re eavesdropping on a conversation as opposed to watching an ad.”